The success of any brand is a key part of maintaining any level of achievement in business and finding new ways of seeking new areas where new clients can be added to any company, Jose Borghi of Mullen Lowe Brasil believes advertising and marketing play a key role in finding greater success in the 21st century. Mullen Lowe advertising executive Jose Borghi believes it is important to consistently seek out new ways of engaging with customers and the opportunities offered by new technologies make this a far more simple task than it once was.

A legend of Brazilian advertising after a long and successful career that has seen his work honored at Cannes, Mullen Lowe’s Jose Borghi believes any company that allows its advertising approach to grow stale runs the risk of seeing customers desert their brand and seek a more vibrant alternative. One issue facing new entrepreneurs and established business people is the fact the public has become accustomed to new breakthroughs and technologies being released on a regular basis; Jose Borghi points out innovation on a major scale was generally seen only once every few decades, but during the 21st century a large amount of technological advancements have been seen every two to three years.

In the view of Mullen Lowe advertising executive Jose Borghi the increasing level of technology and innovation seen in the world is an opportunity for success in the future; however, those who do not embrace the opportunities offered to them could see their brand completely removed from public consciousness. Borghi believes the best option for any brand is to build a closer relationship using new technological platforms between business and customer that allows the demands of the client to easily be understood and met to enhance any brand.

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